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SBD/29/Sponsorships Advertising Marketing
PINNACLE'S ANSWER TO KLEPTOMANIA AND SLOW SALES? CAN IT
Published April 29, 1997
Pinnacle is packing its trading cards inside vacuum- packed cans in an effort to reduce retail theft and spur sales, according to Terry Lefton of BRANDWEEK. A player's photo is printed directly on the can which sells for $2.99. The initial shipments will hit stores in June and 5,000 stores that "had stopped selling cards of any brand have planned orders for the can." Lefton notes that Pinnacle is "using the opportunity to create a whole new brand: Inside Baseball." Since each of the 24 different cans features a different MLB player, Pinnacle "is counting on the cans themselves to be collectible." Pinnacle CEO Jerry Meyer: "We're hoping that by having an answer to the theft problem, which is real, but may be more perception than reality, this will get us back into some different retail accounts and promote impulse purchases by casual fans" (BRANDWEEK, 4/28). THE DEAL: Pinnacle's All-Star FanFest during MLB's All- Star game in Cleveland is profiled by Ed Meyer in the AKRON BEACON JOURNAL. Meyer: "More than 150 of the nation's top baseball card vendors and exhibitors will be on hand, and anyone who attends will be able to buy, trade or sell cards and other collector's gems" (AKRON BEACON JOURNAL, 4/29).